Previously Core Media, Ireland’s largest marketing and media organisation made up of different independent companies, we were tasked with bringing all of the parts together under one brand yet creating a system which allowed for separate promotion of each part.

Our initial works involved setting up a steering group within Core Media, made up of CEO, directors and other senior executives. Our high level focus was on brand structure and positioning and, in particular, challenging how best to align their brand strategy to their commercial goals. We drilled down further through the organisation, conducting one-to-one interviews with senior managers within the individual companies e.g. Radical, Engage, Ignite etc. Our goal was to create alignment and agreement with regards how best to move forward.

A complete restructuring of the group was agreed and a new strong positioning, One Core. All of the individual, non-international companys would rebrand to Core and restructured into nine parts or practices, covering areas like research, media, creative, strategy etc., working to a single purpose.

Visually, it was about bringing all of the parts together under one brand, yet creating a system which allowed for separate promotion of each practice area. The identity comes from a 9 dot grid which changes for each of Core’s nine integral activities allowing for a consistency of application across the entire organisation under the hashtag #onecore. The logotype appears as a solid or as a threaded version with strands that pull together to become one.